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Brands adhere tightly to their style guides, including colors, typefaces, and templates, but they believe that consistency alone drives recognition. I’m not here to argue that. Structure is absolutely essential to a brand, and I stand by that fully. Yet something has been getting lost along the way: imagination.   The magic of marketing lies in emotion, storytelling, and above all else, user experience. I feel experiential marketing is the missing competency.

Kroll Media will start writing our blog in the coming month. Stay tuned for marketing advice, information about where the industry is heading, and facts about how art education applies in business.